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2nd shift lecs > promo mix > Flashcards

promo mix Flashcards

1
Q

is endowing products with the power of a brand. It’s all about
creating differences between products. A brand answers the question:
Who is the product?

A

Branding

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2
Q

is the added value endowed on products. It may be reflected in customers’ brand knowledge as well as in the prices, market share, and profitability the brand commands.

A

Brand equity

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3
Q

pertains to all the thoughts, feelings, images, experiences, and beliefs associated with the brand.

A

brand knowledge

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4
Q

is the marketer’s vision of what the brand must be
and do for consumers

A

brand promise

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5
Q

4 Key concepts of Brand Equity

A

Differentiation
Relevance
Esteem
Knowledge

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6
Q

measures the degree to which a brand is seen as different from others, and its perceived momentum and leadership

A

Differentiation

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7
Q

measures the appropriateness and breadth
of a brand’s appeal

A

Relevance

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8
Q

measures perceptions of quality and loyalty, or how well the brand is regarded and respected

A

Esteem

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9
Q

measures how aware and familiar consumers are with the brand.

A

Knowledge

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10
Q

Stages of Brand Development

A
  1. Identity
  2. meaning
  3. response
  4. relationships
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11
Q

Objective: Establish Brand awareness

A

Identity

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12
Q

Objective: Establish points of
difference with competitors

A

meaning

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13
Q

Objective: Communicate brand solutions to problems

A

response

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14
Q

Objective: Establish customer’s brand loyalty

A

relationships

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15
Q

Brand-building criteria

A
  1. Memorable
  2. Meaningful
  3. Likable
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16
Q

Brand-defending criteria

A
  1. Transferable
  2. Adaptable
  3. Protectable
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17
Q

intend to build the strength and relevance of the brand and equips it with characteristics that makes it stand out:

A

Brand-building criteria

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18
Q

help leverage and preserve brand equity against
challenges

A

Brand-defending criteria

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19
Q

being recognizable and easy to recall

A

Memorable

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20
Q

leverages on the ingredients and target customer’s
tendencies

A

Meaningful

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21
Q

being aesthetically appealing

A

Likable

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22
Q

brand can be applied across product mix

A

Transferable

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23
Q

brand is able to be updated and refreshed to adapt with customers’ liking

A

Adaptable

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24
Q

brand should be protected from being used negatively

A

Protectable

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25
Q

Building Brand Elements

3 Characteristics of Strong Compelling Brands

A

Mystery
Sensuality
Intimacy

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26
Q

draws together stories, metaphors, dreams, and
symbols. Mystery adds to the complexity of relationships
and experiences because people are naturally drawn to
what they don’t know

A

Mystery

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27
Q

keeps the five senses of sight, hearing, smell, touch, and taste on constant alert for new textures, intriguing scents and tastes, wonderful music, and other sensory stimuli.

A

Sensuality

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28
Q

means empathy, commitment, and passion. The close connections that win intense loyalty.

A

Intimacy

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29
Q

Brand Narrative and Storytelling Techniques

A

Setting
Cast
Narrative arc
Language

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30
Q

choosing the appropriate time, place, and context

A

Setting

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31
Q

building the brand as a character, including its role in the life of the audience, its relationships and responsibilities, and its
history

A

Cast

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32
Q

establishing the way the narrative logic unfolds
over time, including actions, desired experiences, and defining events

A

Narrative arc

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33
Q

the authenticating voice, metaphors, symbols, themes
used should be aligned and appropriate

A

Language

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34
Q

are the means by which firms
attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell.

A

Marketing Communications

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35
Q

Steps in Developing Effective Marketing Communications

A
  1. Identifying Target Audience
  2. Determining Objectives
  3. Designing Communications
  4. Selecting Channels
  5. Establishing Budget
  6. Deciding on Marketing Communications Mix
  7. Measuring & Managing Result
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36
Q

The target audience is a critical influence on how
marketing communications will be implemented.

  • A current user vs a new user of the category (product
    knowledge)
  • An innovator vs a laggard (willingness to try)
  • A brand loyal vs a switcher (willingness to switch)
  • A heavy user vs a light user (duration of use)
A

Identifying Target Audience

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37
Q

4 Major Objectives

(Determining Communications Objectives)

A

Category Need, Brand Awareness, Brand Attitude, Brand Purchase Intention

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38
Q

establishing a product to remove or satisfy a perceived discrepancy between current and desired motivational states (Example: Non-acidic
Ascorbic acid boom – owners needed to establish that a
new Ascorbic Acid category is needed by the market)

A

Category Need

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39
Q

establishing brand recall to trigger purchase (Example: Biogesic tablet’s iconic “Ingat!” slogan triggers decision to purchase the brand)

A

Brand Awareness

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40
Q

to help customers evaluate the brand’s perceived ability to meet a current relevant need.

A

Brand Attitude

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41
Q

sensory gratification, intellectual stimulation, social approval

(Brand Attitude)

A

Positively oriented

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41
Q

problem removal, problem
avoidance, incomplete satisfaction, normal depletion

(Brand Attitude)

A

Negatively oriented

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42
Q

moving consumers to decide
to purchase the brand. (Example: coupons, deals, discounts,bundled promos)

A

Brand Purchase Intention

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43
Q

Designing Communications
Formulating communications to achieve the desired
response requires solving three problems:

A
  • what to say (message strategy)
  • how to say it (creative strategy)
  • who should say it (message source)
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44
Q

In determining __________, a marketer searches for appeals, themes, or ideas that will tie in to the brand positioning and help establish points-of-parity or points-of difference.

A

message strategy

45
Q

There are two factors that must be considered in crafting your message strategy:

A
  1. Rewards expected from the product
  2. How will customers visualize the reward from the product
46
Q

3 Types of rewards expected from a product:

A

Rational
Sensory
Ego Satisfaction

47
Q

logical outcome (Ex: a soap cleans, Paracetamol relieves pain)

A

Rational

48
Q

organoleptic outcome (Ex: a multivitamin brand makes you feel better, a toothpaste brand feels fresh)

A

Sensory

49
Q

confidence-boosting outcome (Ex: a deodorant brand makes someone smell like a king)

A

Ego Satisfaction

50
Q

2 Ways consumers visualize product rewards:

A

Results-of-Use experience
Product-in-Use experience

51
Q

rewards are visualized due to use of the product

A

Results-of-Use experience

52
Q

rewards are visualized while using the product

A

Product-in-Use experience

53
Q

are the way marketers translate their messages into a specific communication

A

Creative Strategy

54
Q

depends on how a message is being expressed, as well as on its content. If a communication is ineffective, it may mean the wrong
message was used, or the right one was poorly expressed

A

Communications effectiveness

55
Q

2 types of creative strategies:

A
  1. Informational appeal
  2. Transformational appeal
56
Q
  • elaborates on product attributes or benefits.
  • assume strictly rational processing of the communication on the consumer’s part. Logic
    and reason rule.
A

Informational Appeal

57
Q

Types of informational appeals:

A

Problem solution ads (Solmux)
Product demonstration ads (Canesten)
Product comparison ads (Bioflu)
Testimonials from endorsers (Neozep)

58
Q
  • elaborates on a nonproduct-related benefit or image of
    the product
  • attempts to stir up emotions that will motivate purchase
A

Transformational Appeal

59
Q

Types of transformational appeals:

A

Negative appeal
Positive appeal
Motivational appeal

60
Q

(fear, guilt, and shame) - Immunpro

A

Negative appeal

61
Q

(humor, love, joy, hope) - Centrum

A

Positive appeal

61
Q

(uses “borrowed interest devices” such as a cheerful baby, cute puppies, popular music)

A

Motivational appeal

62
Q
  • Messages delivered by attractive or popular sources can achieve higher attention and recall, which is why
    advertisers often use celebrities as spokespersons.
  • Celebrities are likely to be effective when they are
    credible or personify a key product attribute.
A

Message Source

63
Q

Sources of endorser’s credibility:

A

Expertise
Trustworthiness
Likability

64
Q

specialized knowledge

A

Expertise

65
Q

objectivity and honesty

A

Trustworthiness

66
Q

source’s attractiveness

A

Likability

67
Q

Selecting an efficient means to carry the message becomes more difficult as channels of communication become more fragmented and cluttered.

A

Selecting Communication Channels

68
Q

– individualized presentation and feedback (often more effective than non-personal)

A

Personal communication channels

69
Q

Types of Personal communication channels

A

Advocate channels
Expert channels
Social channels

70
Q

sales reps connecting with the customer

A

Advocate channels

71
Q

independent experts providing a review of the
product

A

Expert channels

72
Q

reference groups talking about the product
(neighbors, family, etc)

A

Social channels

73
Q

ads, events, experiences, public relations, sales
promotions

A

Non-personal communication channels (mass media; targets the general public)

74
Q

Deciding on how much to spend in marketing promotions is one of the most
difficult marketing decisions.

A

Establishing the Total Marketing Communications Budget

75
Q

3 Common Methods of Budgeting Mktg. Comms.

A

Affordable Method
Percentage of Sales Method
Objective & Task Method

76
Q

based only on what you can afford

A

Affordable Method

77
Q

based on determined available funds after selling a product (% is based on past sales or competitors’ %
spending)

A

Percentage of Sales Method

78
Q

budget is based on the marketing objective
and desired implementation tasks and strategies

A

Objective & Task Method

79
Q

Companies must allocate the marketing communications budget over the 8 major modes of communication:

A

Deciding on the Marketing Communications Mix

80
Q

8 major modes of communication:

A
  1. Advertising
  2. Sales promotion
  3. Public relations & publicity
  4. Events & Experiences
  5. Direct marketing
  6. Interactive marketing
  7. Word-of-Mouth marketing
  8. Personal Selling through sales force (sales reps)
81
Q

reaches geographically dispersed buyers. It can build up a long-term image for a product or trigger quick sales. Remember: the mere presence of advertising might have an effect on sales

A

Advertising

82
Q

General characteristics of Ads

A

Pervasiveness
Amplified expressiveness
Control

83
Q

the company repeats the message of the ads repetitively so that consumers can quickly remember and/or
compare competitors

A

Pervasiveness

84
Q

brand dramatization through print, sound, and color

A

Amplified expressiveness

85
Q

companies control the aspects of the brand that needs communication focus (Example: focus on cheap price advertisement
than product advantages over competitors)

A

Control

86
Q

5 Ms of Advertising

A

Mission
Money
Message
Media
Measurement

87
Q

Use of promotional tools such as: coupons, premiums, discounts to trigger buyer response.

A

Sales Promotion

88
Q

Highly relevant example of the marketing communications mix
because customers are personally involved and engaged while being
informed of the qualities of purchase points of the product or brand.

A

Events & Experiences

89
Q

Used to challenge customer’s misconceptions. Some examples are news stories which are perceived to be more credible than ads or
mass media publicity that tells a story about the product, company, or brand. (includes a variety of programs to promote or protect a company’s image or individual products)

A

Public Relations & Publicity

90
Q

Use of phone, online platforms, and face-to-face engagements to market the product

A

Direct & Interactive Marketing

91
Q

Public & Ethical Issues in Direct Marketing:

Remember: These must be avoided at all times.

A

Irritation
Unfairness
Deception and fraud
Invasion of privacy

92
Q

many people don’t like hard-sell, direct marketing solicitations

A

Irritation

93
Q

some direct marketers take advantage of impulsive or less sophisticated buyers or prey on the vulnerable, especially the elderly

A

Unfairness

94
Q

some direct marketers design mailers and write copy intended to mislead or exaggerate product size, performance claims.

A

Deception and fraud

95
Q

a marketer must always abide to the Data Privacy Law of the
Philippines and treat customer data with highest level of care

A

Invasion of privacy

96
Q

Can be both online (20%) and offline (80%). Customers tend
to believe and trust people whom they know and respect.
This type of marketing tool can become highly influential
due to its intimacy (personal dialogue between the
message giver and message receiver)

A

Word-of-Mouth Marketing

97
Q

Personal selling is the most effective tool at later stages of the buying process, particularly in building up
buyer preference, conviction, and action.

A

Personal Selling

98
Q

Steps in Effective Personal Selling

A
  1. Prospecting and Qualifying
  2. Pre-approach
  3. Approach
  4. Presentation and Demonstration
  5. Handling Objections
  6. Closing and Follow-up
99
Q

Identify prospective customers

A

Prospecting and Qualifying

100
Q

Learn the needs and wants of
the qualified customers

A

Pre-approach

101
Q

Build the solution for the problem of the customer

A

Approach

102
Q

Telling the story of the company, product, and brand.
Presenting the solutions to their problems.

A

Presentation and Demonstration

103
Q

Clarify objections (Ex. Price, quality, reluctance to buy

A

Handling Objection

104
Q

Provide a closing/summary statement and establish
repeat purchase

A

Closing and Follow-up

105
Q

One of the most popular way to measure results is with the aid of a ________

A

good feedback
measurement.

105
Q

Measuring the impacts of marketing communications is crucial because the
magnitude of that impact would be the basis of future budget allocation per marketing communication tool.

A

Measuring & Managing Results

106
Q

pertains to the potential market

(Measuring & Managing Results)

A

Total

107
Q

pertains to awareness of the market to the brand

(Measuring & Managing Results)

A

Awareness

108
Q

pertains to consumers who are aware of the brand and their level of trial participation

(Measuring & Managing Results)

A

Brand trial

109
Q

pertains to the consumers who are aware of the brand, tried the brand, and their level of satisfaction (experience)

(Measuring & Managing Results)

A

Satisfaction

2nd shift lecs (21 decks)

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